WELCOME TO BRAND STARRING

WHERE BRANDS ARE THE SPECIAL GUEST

My name is Lara Balcells and Brand Starring is the company I have created to focus on the art of finding the best solutions to give impulse to your business. No matter if you are an entrepeneur or already a solid Brand.

If you need direction on how to design your new product based on consumer insights, on how to build solid and brand-centered strategies, your brand architecture, or set your communication plan or even produce it, you have come to the right place.

Using my passion and my 12 years experience in world wide multinational advertising agencies DDB, Y&R, Publicis y BBDO together with my years of experience in marketing for the megabrand Lay’s (PepsiCo), I will help to develop your product and connect your Brand with consumers in order to help your business grow.

My experience will provide you with creative insights and the best partners possible (globally) to execute your needs.

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MEET LARA

BRAND STRATEGIST AND ADVERTISING SPECIALIST

Consumer oriented, my whole career has been focused on creating ideas that connect with the target.

WHERE DO I COME FROM? – WHAT HAVE I SEEN?

A creative and passionate spirit and a deep love for observation have helped me work in the best advertising agencies like DDB, Y&R, Publicis and BBDO with powerful mass market brands like PepsiCo, Wrigley, Danone, Sara Lee, Nestlé and with those in the fashion industry like Burberry, Ermenegildo Zegna, Oro Vivo, Festina, etc. I have also worked on strategies and communication plans for local companies such as “La Caixa”, Caprabo (now Eroski), Lacer, Seventees, Morgan&Morgan, Agencias Motta and Mercurio Joyeros in Panamá.

From there I transferred my communication-branding knowledge to a Marketing perspective, and accepted a position with Lay´s, one of my clients at BBDO.

WHAT I DO TODAY

I continue to advise and strategize with Brands. No matter if it´s a big corporation or a small entrepreneur.

Happy to bring innovation to your business, and help gain awareness and likeability, pushing the Brand image and sales forward.

I have the ability to balance details with big picture vision & passion with results, using it to help you infuse clarity and action into your business.

WHAT I LOVE

Great branding is exciting. I am fan of classic and conceptual campaigns based on straightforward and powerful insights.

Business apart, I love shopping. Even in the supermarket, pharmacy or gas station!

I´m keen on aesthetics and all that involves design, such as in fashion or interior design.

Always have liked people, languages and history, and that´s why I think I love travelling so much.

THE BIO

I was born in Miami, raised in Barcelona, have friends around the world and now I live in Panamá, a land of opportunities and business boom.

I try to make the most out of all that I do, no matter if it´s work, cooking or being a good friend, i will overstep my comfort zone and learn.

 


EXPERTISE AREAS & SERVICES

LET’S MAKE THE DIFFERENCE

I’ll help you navigate through the tough decisions, so you can reach your goals. After all, without a good roadmap it’s a lot harder to get to where you want to go.

BRAND STRATEGY

The core service I offer is Brand Strategy. In 3 intensive sessions we´ll create a strong foundation for your company built on brand-centred principles. We´ll establish a brand promise, customer profiles, emotional benefits, and a brand attribute list that will help you make decisions in order to move forward. Top it off with an 8-week action plan, and you´ll be ready to impact your business immediately.

STRATEGY SESSIONS

In-Person, Phone or Skype sessions are available on an hourly basis as help in clarifying your path or brainstorming your next project.

MARKETING STRATEGY

Marketing projects can be customized to match your needs and can include messaging, creative briefs, design/packaging facilitation, marketing plans advise, product design, namings, event brainstorming, promotional calendars, trade POP designs and/or promotions.

ONGOING ADVISING – COACHING –
PROJECT MANAGEMENT

For clients who have completed a project with me monthly packages are available to suit any ongoing needs.I will be a coach for your team. I can also become your project leader, carrying all the project out.

PERSONALISED TIGER TEAMS:

Let´s work with gold standard creative professionals to get your project executed. No matter where you are settled or where the creatives live, without extra cost, you will be able to obtain world class outcomes.

I also can organize a pitch for the best specialists in your city, tracking all the information down to be able to guide you to best quality partners, building the pool for the project.

You can count on the disciplines set out below. We just need to work on the project´s road map:

  • Insight and research experts.
  • Creative directors for small pieces or 360 campaigns (no need to pay top agency fees!).
  • 3d, illustrators and animation specialists.
  • Ad & video production houses.
  • Cost control service.
  • World wide celebrities, from show business artists to sport stars, with no intermediaries.
  • Pop designs and trade specialists.
  • On-line experts including web design and social media.

REFERENCES

I CAN EXPLAIN WHAT I DO AND WHAT WE CAN DO TOGETHER, BUT THE PEOPLE I’VE WORKED WITH SAY IT BEST:

“With the expertise of a first class Catalan professional in matters of marketing strategy and corporative communication on an international level, Latin America has gained a marvellous plus in intellectual capital. Lara´s understanding and appreciation of the subtleties of cultures, the types of industry, and specifically institutional priorities, have allowed us to develop a high quality project, using both local and international resources.

Lara has demonstrated a superior capacity to visualize from the client’s side, to interpret, investigate and coordinate resources, timings and costs for the development of projects of major relevance for our Group. She has shown criteria and has offered us a third dimension in the area of “glocal” marketing. For the DO, Corporative Communications and Marketing teams of GMM it has been a privilege to count on her assessment and guidance”.

Ariana Picard-Ami, Organizational Development, Morgan & Morgan, Panamá.

“Creative, always brings fresh and new perspectives and can be counted on to do the right thing”.

Quique Hernandez, General Manager PepsiCo Foods Iberia Region.

“Lara is an exceptional marketing and communication expert. Passionate, creative and professional , she magically transforms every project in her hands into something simple and powerful.”

Mireia Casadellà, Marketing Manager,PepsiCo Foods Iberia Region.

“Lara has a very pronounced international profile, and is therefore capable of being very flexible and able of fending well in changing environments, with high pressure for results. Throughout her career with us she has participated in brand architecture strategies, 360 on and off campaigns, promotional plans for retail channel and for end consumer, branding, graphic and Audiovisual production, developing in this way a multi-disciplinary profile”.

Julio Paredes, General Manager, BBDO Barcelona.

“I worked with Lara Balcells at Tiempo BBDO, and I would emphasise her passion for her work, her professionalism and her outstanding capacity for resolving problems. Vital, enthusiastic, and with a great knowledge of marketing and strategy, Lara is one of those people who always knows which road to take”.

Siscu Molina, Chief Creative Officer, BBDO Barcelona.

“I´ve had the opportunity to work with Lara on several occasions, from her time with communications agencies until her Marketing projects with Lay’s, and it´s always been a great experience. Lara is a professional who knows well the marketing and publicity worlds, the creation of brands and the management of all communication disciplines”.

Ramon Ollé, Chief Strategy Officer, Grey Spain.

“Lara wasn´t just finding any collaborator. I found a ”partner” in the project, whose maximum implication made for excellent results. Her creative vision and strategic thinking, not to mention her human side, made the months of joint work result in a great success. When professionalism, experience, and an enthusiasm for new challenges meet, the results are assured”.

Alícia Espriu, Brand Manager, Omega Pharma.

“Lara outstands for her high grade of self-demand, her compromise with the job at hand, and a determination to achieve the desired results. Strategical clarity and excellence in execution are, without doubt, her strong points. She always goes a step further, being one of those professionals who only understand their work with authentic passion. She involves and inspires other departments in the projects she is carrying out. I feel especially proud to have worked with her. Lara is an excellent professional, with whom any ambitious company would wish to count on her participation”.

Rocío Gómez, Head of Cost Control, The Consulting Company.


CONTACT

WHERE BRANDS ARE THE SPECIAL GUEST